This assignment will initially describe social marketing and then indicate how corporations affect stakeholders through companies’ social marketing and responsibility. Following that, the importance and functions of corporate social responsibility (CSR) and social marketing will be demonstrated. Finally, it will explain how organizations reflect CSR and make a short conclusion to indicate the relationship between social marketing and CSR.
In the past decades, the marketing environment has been changed radically. The approaches and philosophies of marketing have undergone a gigantic impact from the new social channels. Social marketing has emerged as required in the context. Kotler,P. and Zaltman,G (1971) firstly defined social marketing as “the design, implementation, and control of programs calculated to the influence the acceptability of social ideas and involving considerations of product planning, pricing, communications, distribution and marketing research”. Furthermore, that social marketing is different from traditional business marketing, which not only focuses on the market’s core values but also on more meaningful points for achieving the adoption of products by a balance between social short-term and long-term benefit, was a conclusion in their work. On the whole, social marketing considers more social values in the marketing process and reflects corporate social responsibility to some extent. The reason why social marketing is spread among enterprises is because social marketing can directly influence the stakeholders through reflecting CSR.
Corporates influence stakeholders
Stakeholders increasingly pay attention to CSR. Strong social responsibility and favorable corporate image were reflected by social marketing. The product gave the stakeholder the impression that dependence and favour were necessary in order to arouse stakeholders' feelings and gain self-identity and support. Therefore, corporate’ activities have strong influences to the stakeholders. Hildebrand,D,et,al (2011) argued that under a specific but identifiable situation, a company’s CSR actions are able to satisfy stakeholders’ higher-order and self-related demand, meanwhile enabling the stakeholders to identify with the company. On the other hand, Piercy, N. and Lane, N.(2009) indicated that CSR seems to be the most efficient way for the corporate marketing efforts of most firms. It may enable the stakeholders to be loyal even life-long customers of the companies.
Importance of social marketing and CSR
With the spread of social marketing and CSR in the world, organizations tend to not only consider the consumers’ demands and the companies’ profit, but also take the consumers’ and societies’ long-term benefit into account. Hildebrand,D,et,al (2011) demonstrated that the CSR activities can make up the central, special and core characteristics of the company identity, the identification of the corporate can also be aroused due...